Cutting through
the early careers crowd
Global Graduate Marketing Case Study
IMC Trading
Early careers campaign branding
When your client needs to stand out to graduates at a busy careers fair or 20, it’s time to ditch same-old stock imagery for creative that plants a flag, packs a punch and — most importantly — generates applications.
What we did
We started with research in Amsterdam, Chicago and Sydney; all key locations for graduate recruitment. This not only informed our work, but helped the uncover stories we would use later in the campaign.
The research uncovered a compelling Graduate Value Proposition, expressed through the flexible and recognisable Start Discovering creative device. It was also important that we used technology to talk to budding technologists and traders, so we developed an app featuring a 360º interactive walkthrough of the office and augmented reality video content that auto-played when a phone camera was pointed at a careers stand or brochure.
Even the campaign photography featured a digital world, with a series of six cubes profiling current IMC grads, each highlighting a thematic pillar or internal team.
Services
Desktop Research
Qualitative Research
Analysis and insight
Creative Ideation
Creative Production
Digital Production
“From research into the drivers, drafting the employer value proposition and translating this into an engaging creative concept Noble delivered a campaign that hit the mark. Start Discovering was used online and offline, attracting thousands of quality applicants and driving brand awareness across the globe.“
Steven Beister
Global Head of Marketing and Communications at IMC
Results
%
A faster result
Time to hire reduced by 66%
%
Reduced costs
Cost to hire 52% lower than target
%
More applications
58% more than target
%
More clicks
Brand-related search up 55%